What to Post During the Off-Season to Stay Relevant
(Because your brand doesn’t hibernate when the car’s parked)
The race schedule slows down, the trailer is cleaned out, and suddenly…
Your social media goes silent.
Big mistake.
The off-season isn’t downtime for your brand - it’s prime time to build momentum, deepen relationships, and set the tone for next season.
Here’s exactly what to post during the off-season so you stay relevant, visible, and valuable to both fans and sponsors.
1. Recaps & Highlights From the Season
Use your race footage and photo dumps while they're still fresh.
What to Share:
“Top 5 Moments of the Season”
A year-end highlight reel
A favorite race recap (with your real take: what went right or wrong)
A “fan favorite” photo poll
Keywords: race season recap, motorsports brand building, sponsor retention strategy
2. Behind-the-Scenes Off-Season Prep
Let people in on what you’re working on while the track’s quiet.
Content Ideas:
Car teardown + upgrades
New parts arriving = unboxing Reels
Team meetings, sponsor calls, or merch planning
You in the shop, gym, or garage grinding
Let them see the effort. It keeps fans engaged and sponsors impressed.
3. Sponsor Appreciation & Brand Collabs
Now’s the time to show some love to the people who supported you and set the stage for next year.
What to Post:
“Sponsor Spotlight” posts (1 per partner, with photos/stats/stories)
Testimonials or behind-the-scenes content featuring their products
Brand shoutouts with product links or discount codes
Co-branded giveaways or merch launches
Keywords: off-season sponsor content, motorsports partnership strategy, sponsor shoutouts
4. Educational & Engaging Content
Use your platform to teach, inspire, or entertain.
Try These:
“Ask Me Anything” sessions in Stories
Car setup or race day tips
“Did you know…?” posts about your class, track, or tech
Explain racing lingo in a way that even casual fans get
Build trust and grow your audience - even when the car’s off the track.
5. Personal, Relatable Content
Let fans get to know you beyond the helmet.
Ideas to Mix In:
Your “Why I Race” story
Off-season hobbies, workouts, or travels
Favorite motivational quotes
Family time or holiday traditions
Photos of you with no suit, no car - just real life
Fans don’t just follow your results - they follow you.
6. Pre-Season Planning & Announcements
Hype up next season early.
Post Ideas:
“Big news coming” teasers
New schedule announcements
New sponsor reveals or goals
Try “One thing I’m changing next season is…”
Make them excited to keep following along before the first green light.
Final Take: The Off-Season Is a Branding Season
This is when racers either go quiet…
or go next level with their brand.
Keep showing up. Keep creating value. Keep letting your audience in.
Because staying relevant in the off-season = showing up strong in-season.
Need help building an off-season content calendar or batching Reels for the winter?
JW Brands creates race-ready marketing strategies for drivers, teams, and sponsors who want to grow before the next race even begins.
